Dior Addict: Get Caught Up

I chose a product called Dior Addict. Slogans chosen in the past for this product have been “Admit it” and “Be Iconic”.  Selecting a slogan, especially one with a twist is a tough one.  I want my slogan to reflect that “The tagline is the catchphrase that conveys the brand or group's benefit or spirit and expresses an umbrella theme or strategy for a campaign or a series of campaigns; it also is called a claim, end line, slogan or strap line. “ (Landa, 102) The idea came to me almost immediately.  The slogan will be Dior Addict: Get Caught Up.   I chose this slogan because perfume, cologne...any kind of fragrance will get you "caught up" in good....and bad things. This ad will mix the good and bad together. It really just depends on who you are.

I want to brand this idea right because “In an overcrowded, competitive marketplace, relevant and engaging branding can ensure efficacy for a quality product, service, group, individual, or commodity. Not only does branding identify and distinguish, it builds equity (the value of the brand or group).” (Landa, 49) To take it even further, the campaign will surround the slogan. Once the perfume is applied it’s all the wonderful things that happen while wearing the fragrance. Whether it’s a hot date that got steamy or a nailing a work conference. It will give women a sense of confidence and allow them to be sexy because they smell sexy.  To simplify the idea, the slogan “Get Caught Up”:  There’s a story behind every fragrance, what’s yours? Also, I wanted to incorporate Addict in there as well.  Women are addicted to their perfumes. Addicts, no matter what type, have a story.